Introduction
Setting the right price for a digital course can be tricky—but when it comes to co-produced courses, it becomes even more complex. Two minds mean double the creativity, double the effort, and often, double the perspectives on what your course is worth.
While you want to ensure the price reflects the value offered, it also needs to align with your target audience’s expectations and be competitive in the marketplace. In this article, we’ll guide you through the key factors you and your co-producer should consider when setting the perfect price for your course.
1. Understand the Value You’re Providing
Pricing isn’t just about what the course costs to create; it’s about the value it delivers. Your course solves a problem or provides a transformation—this outcome is what determines how much it’s truly worth.
Ask yourselves:
- What is the primary result students will get?
- Is it a skill they can monetize (e.g., marketing, programming)?
- Is it a life-enhancing change (e.g., wellness, productivity)?
- How long will it take them to reach this result?
The greater the transformation or value, the higher the price can (and should) be.
2. Know Your Audience’s Willingness to Pay
Even the most valuable course won’t sell if your target audience can’t afford it. That’s why audience research is essential.
Here’s how to gauge their budget:
- Surveys: Ask potential students directly what they would pay.
- Competitor Analysis: Look at similar courses in your niche. What do they charge?
- Social Listening: Observe communities (e.g., Reddit, Facebook groups) where your audience hangs out and talks about course pricing.
Match your price to the value you provide, but keep it within realistic expectations based on your audience profile.
3. Choose a Pricing Model That Fits Your Strategy
Not all courses need to follow a flat-rate model. You and your co-producer should choose a pricing structure that aligns with your course content, audience behavior, and revenue goals.
Here are the most popular models:
- One-Time Payment: A fixed price grants full access. Ideal for evergreen content.
- Tiered Pricing: Offer multiple versions (e.g., Basic, Premium, VIP). Great for giving users more options.
- Subscription Model: Monthly or annual access. Works well for ongoing learning or course libraries.
- Payment Plan: Split payments over time. This can help higher-priced courses become more accessible.
- Freemium Model: Offer some content for free, with the full course available for a fee. Good for building trust.
Each model affects your marketing strategy, conversion rate, and cash flow differently—so choose wisely.
4. Factor in Co-Production Expenses and Revenue Split
Co-producing a course means sharing responsibilities—and profits. That’s why you need to factor in both partners’ time, resources, and investments when determining the price.
Consider:
- Who created the content?
- Who handled the marketing and tech setup?
- Was any money spent on tools, ads, video production?
Once you understand the total investment, agree on a revenue-sharing model that reflects each person’s contribution. This also impacts the pricing—your course must be priced high enough to generate meaningful profit for both sides.
5. Avoid Undervaluing Your Course
It can be tempting to set a low price to attract more students, but undervaluing your course often has the opposite effect:
- It may make your course seem low-quality or rushed.
- It can attract disengaged learners who never finish.
- It makes it harder to justify future price increases.
Remember: Price communicates value. If your course delivers a high-impact result, price it accordingly.
6. Consider Offering Bonuses or Add-Ons
If you’re struggling to justify a higher price, increase the perceived value by including:
- Bonus modules
- Templates or worksheets
- Access to a private community
- Group coaching sessions
- Live Q&A webinars
These extras help justify a premium price without drastically increasing your workload.
7. Test and Adjust
Course pricing isn’t permanent. It’s common to start with one price and adjust based on performance and feedback.
Ways to test:
- A/B Pricing: Try two different prices and see which converts better.
- Early Bird Discounts: Offer a lower price for initial buyers, then increase later.
- Pre-Sale Campaigns: Launch the course at a discounted rate before it’s completed. This not only validates your idea but also gives you revenue to finish the course.
Be transparent about changes and make sure both co-producers are aligned on when and how pricing will evolve.
8. Communicate the Value Clearly on the Sales Page
Your course could be worth $500, but if your sales page doesn’t communicate the value, potential students won’t see it.
Tips:
- Highlight the transformation students will experience.
- Use testimonials or case studies if available.
- Break down the benefits and features clearly.
- Use urgency triggers (limited spots, expiring bonuses) responsibly.
Your co-produced marketing should work hand in hand with the pricing strategy—so make sure your value is front and center.
Conclusion
Pricing a co-produced digital course is both an art and a science. It requires a deep understanding of your course’s value, your audience’s expectations, and your business goals. With a thoughtful approach, clear communication, and a willingness to test and adapt, you and your co-producer can confidently set a price that’s fair, profitable, and attractive.
When done right, pricing becomes not just a number—but a strategic tool that reinforces the impact of your course.